AFTER-SALE FOLLOW THROUGH:
A JUGGLING ACT THAT PAYS OFF

The process of attending to established clients and winning new ones can appear to be a precarious juggling act. The juggler’s fear is that if any of those whirling balls drop, the act fails. The bad news is if the balls drop too often, the fear will probably come true. The good news is that if a ball or two occasionally drops, the act usually can be salvaged. The successful salesperson needs to learn to balance and organize his performance so the movement continues in a positive, exciting direction. How do you, the modern super salesperson, accomplish this?

First, the maintenance of all your accounts requires scheduling them for periodic calls. The timing and logistics of calling on your accounts should be planned but flexible. Monitor your customers and be sensitive to their needs. Be alert to the concrete warning signals of client dissatisfaction – the dropping of one of those gravity-defiant balls:

1. Changes in purchase volume. Unless external variables have a bearing on a product’s sales, a decrease in volume should be interpreted as a warning signal.

2. An increase in the number and frequency of complaints about your product, customer service, company policies, pricing or delivery.

3. Repeated comments about the merits of the competition.

4. A decrease in rapport. A less cordial atmosphere during your sales calls indicate a breakdown in the relationship.

5. The hiring of managerial personnel who are not familiar with your product or service and seem to have no desire to become familiar with it.

6. The absorption of your client’s company by a larger firm. Often they “start over” by accepting bids on different products or services. You may find yourself back at square one.

When it comes to your attention that an account is unraveling, conduct an immediate and thorough investigation. Contact the client and respond to his complaints in a realistic, calm fashion.

If you are lucky, it will just involve the effective handling of the complaint. On the other hand, winning back lost